ClientShenzhen Tourism 深圳文旅
@ Publicis Groupe
MarketsUS / China
Instagram, Tiktalk, Facebook,
Youtube, Wechat
DeliveriesCustom Logotype
Campaign System
Bilingual Typography Development
Bilingual Key Visuals
ToolsPhotoshop
Illustrator
AIGC (Midjourney/LiblibAI/ Jimeng/GPT)
OVERVIEWUse the 45th anniversary milestone as a launchpad to build a global ready bilingual visual system. Deliver a suite of creative assets (KV, posters, landing pages) that align visually and message-wise across domestic & overseas channels. Launch and manage an overseas Instagram presence.
GLOBAL BRAND SYSTEM
We created an overseas-ready visual identity system for Shenzhen Culture & Tourism that could work alongside the existing domestic logo. The system established bilingual (ZH/EN) typography rules and core design components—logos, poster frameworks, and layout tokens—then scaled into a full campaign toolkit. Tools: AIGC, Photoshop, Illustrator, and Figma.
OVERSEAS ACCOUNT LAUNCH
To build global influence beyond a China-first audience, we helped launch and standardize new overseas social accounts (e.g., Instagram, Facebook, YouTube). I translated the new identity into platform-ready templates—profile/avatar, headers, thumbnails, and post formats—so the brand could roll out consistently from day one and stay cohesive across channels.
SEZ 45TH BIRTHDAY
DRONE & LIGHT CAMPAIGN
DRONE & LIGHT CAMPAIGN
Bring the new system to life through a high-visibility campaign moment. Created key visual and bilingual assets for the SEZ 45th anniversary show. Rolled out across social platforms with tailored crops and layouts. Delivered core ZH/EN posters, “History of Shenzhen” timeline posters, Countdown poster series, Bilingual event visuals.
CAMPAIGN ECOSYSTEM
The master KV and custom typeface were scaled across the full campaign ecosystem—overseas social, China social (WeChat), and offline placements in Shenzhen. They appeared as event-intro poster backgrounds, multiple poster variants, and within a WeChat Mini Program (an in-app micro site for event info and updates), ensuring consistent promotion before and during the drone light show.
DRONE DESIGN FOR LOGO
Transform letterforms into iconography unique to Shenzhen. For example, convert a letter element into an arrow or wave to evoke mountain ranges, modern architecture, and the sea—melding the city’s identity into the logotype.
COUNTDOWN POSTERS SET
(ENG/CHN VERSION)
(ENG/CHN VERSION)
The Countdown Posters build momentum ahead of the SEZ 45th drone light show, using bold time-led headlines with subtle landmark cues. We applied a consistent ZH/EN bilingual layout system (shared hierarchy and spacing) and set the series in our customized campaign display type—derived from the brand font—for a cohesive, platform-ready rollout across social channels.
TYPOGRAPHY
We developed three bilingual typeface options for the campaign, presented them for client selection, and then finalized the chosen type system to ensure consistent ZH/EN typography across all posters.
“AMAZING SHENZHEN!”
SLOGAN
SLOGAN
The offical Global tourism theme song created exclusively for this vibrant city. Need design for slogan mark design and film planning. Designed core wordmark and shooting suggestions.
Translate: Travel the world, stay in Shenzhen
LOGO USAGE
To support global rollout, the slogan mark was developed as a modular lockup that can sit with the legacy Chinese logo or the new English logo, using consistent gradient colors across all pairings.
AMAZING SHENZHEN! GLOBAL TOURISM THEME MOVIE
The official global tourism theme song, created exclusively for Amazing Shenzhen, frames the city’s story through four pillars—nature, future, science & technology, and vitality—and invites global audiences to experience it beyond the screen.
KEY VISUAL SHOOT DIRECTION
To support this KV system for Shenzhen Culture & Tourism, we developed a clear shooting plan aligned with the four city temperaments—Nature, Future, Science & Technology, and Vitality. We recommended hero locations and framing that could be cleanly composited into a collage-style urban composition, prioritizing wide establishing shots, high/low architectural angles, and detail assets (textures, signage, sculptures, tech exhibits) that work well as modular cutouts. The capture approach was designed to pair smoothly with the brand’s geometric color graphics, ensuring each scene remains modern, minimal, and highly communicative across formats.